As Online Communities or MROCs have become more established, many researchers say they can only succeed with large numbers – in some cases more than 100 – to gain qualitative insights. This research shows a small group, selected carefully and facilitated with the toolbox of a qualitative researcher can provide deep insights for strategic marketing decisions.
By Lázaro Martínez and Astrid Velásquez
Since the 1980s, formal “man and woman” relationships have been changing in Mexico. It was during this decade of economic crisis that many paradigms shifted. The economic crisis contributed to accelerating changes in the male and female traditional roles, mostly due to increasing female participation in the workforce.
With ambitious growth plans Rolls-Royce must attract and retain the best work force. To do this they needed to understand the core values and complex needs of current and potential future employees in order to develop a new global Employment Value Proposition (EVP).
Outside North America, online qualitative research has been viewed skeptically and done only to a limited extent. But a strong case can be built statistically for the potential of using qualitative research worldwide.